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CASE STUDY: Puma Store Launch - An Integrated Campaign

Provided by Itchy Group
Puma approached Itchy to support the launch of its concept store in Manchester, building an association beyond football.

What was the Challenge / Background of the Campaign?

Puma's campaign was three-pronged: to promote and support the opening of their Manchester concept store; to continue to support their other retailers; and to market the store to a young urban audience, building associations beyond football.

What was the Campaign Objective?

Firstly to raise awareness of the store launch and to drive footfall not only to the new store, but also the other Puma retailers in the city. Secondly to show sales uplift and ROI, demonstrating a solid level of accountability and tangible campaign results. And thirdly to position Puma as a 'fashion' brand as well as a sports brand.

What was the Solution?

Music event with a money-can't-buy ticket giveaway and audience-selected local bands supporting headline act Hadouken!, promoted via our own digital, press and marketing channels, including campus posters, 'clings' and reverse graffiti. We incorporated social media opportunities and invited national and local media to cover the event. Takeover of Itchy's Manchester entertainment website, with own URL. Partnerships with 20 style bars for a month, including product and posters. Bespoke Puma branded cards, giving discounts at the new store and existing retailers.

What were the Results?

See attached PCA for details. The campaign reached 400,000 18-24s in Manchester, and the subsequent media and PR coverage (NME, MTV etc) reached another 4m people. The campaign delivered more than 100% retail sales uplift, up to 131% in one store.

What were the Key Learnings of this Campaign?

We were able to take a small budget and utilise the range of Itchy's channels, delivering for the client an integrated, interactive and highly effective campaign that surpassed expectation and was fully accountable.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k400,000 18-24s in Manchester
16 - 24Male
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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